JioCinema Set to Compete with Netflix and Disney in India's OTT Market with 100+ New Titles

Highlights

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• JioCinema plans to add over 100 films and TV series to its streaming service in the coming weeks to compete with Netflix and Disney in India's OTT market.
• JioCinema secured the digital rights to the Indian Premier League cricket, one of the most popular sports events in the world, and attracted record viewership numbers.
• JioCinema's content strategy is focused on catering to the diverse and discerning tastes of Indian viewers, offering local languages and genres, including new and original movies produced by Jio Studios.
• JioCinema aims to become a global media and online streaming giant, leveraging its parent company's telecom network Jio, which has over 400 million subscribers in India.
• With its aggressive content strategy, pricing plans, and technology innovations, JioCinema is challenging the dominance of Netflix and Disney in India's OTT market, carving out a niche for itself as a homegrown streaming service that understands and caters to the needs of Indian viewers.

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JioCinema, the streaming service of billionaire Mukesh Ambani's Reliance Industries Ltd., is set to add more than 100 films and TV series to its platform in the coming weeks, as it aims to compete with global players like Netflix and Disney in the Indian market. The move comes after JioCinema secured the digital rights to the Indian Premier League (IPL) cricket, one of the most popular and lucrative sports events in the world, and attracted record viewership numbers.

JioCinema's media and content business President Jyoti Deshpande said in an interview that the new titles will be rolled out before the end of the IPL season next month, and that the streaming service will start charging for content soon, though the exact pricing strategy is still being finalized. She said that viewers will still be able to watch IPL matches for free until then.

Deshpande said that JioCinema's content strategy is focused on catering to the diverse and discerning tastes of Indian viewers, who have a strong preference for local languages and genres. She said that JioCinema will offer films and series in Hindi, Marathi, Bengali, Gujarati and other languages, covering themes ranging from thrillers and romance to biopics and comedy. She said that JioCinema will also release new and original movies produced by Jio Studios, such as Dunki starring Shah Rukh Khan and Section 84 starring Amitabh Bachchan.

JioCinema is part of Ambani's ambitious vision to become a global media and online streaming giant, leveraging his telecom network Jio, which has over 400 million subscribers in India. Jio has also partnered with Facebook, Google and other tech giants to offer digital services such as e-commerce, social media and cloud computing. Ambani has invested billions of dollars in acquiring content and technology assets, such as Viacom18 Media Pvt., a joint venture with Paramount Global that owns popular TV channels and OTT platforms.

India is one of the fastest-growing and most competitive markets for online streaming, with a potential audience of 1.4 billion people, a growing middle class and expanding internet access. According to a report by PwC, India's OTT market is expected to grow at a compound annual growth rate of 28.6% from 2020 to 2024, reaching $4.5 billion by 2024. However, it also poses challenges for global players like Netflix and Disney, who have to contend with low pricing, high piracy and regulatory uncertainties.

JioCinema hopes to gain an edge over its rivals by offering a mix of premium and mass content, along with attractive pricing and seamless user experience. Deshpande said that JioCinema's goal is to become a "catalyst for cross pollination of talent" and to "get as Indian as it can". She said that JioCinema will also collaborate with regional players like SVF Entertainment for the Bengali market, and explore opportunities in other markets as well.

JioCinema's expansion comes at a time when it has already made a splash with its IPL coverage, which has drawn more than 1.47 billion video views during the opening weekend of the tournament in April, and had 22 million viewers for a match on Wednesday. The IPL is widely regarded as a game-changer for any media company in India, as it attracts millions of fans across the country and abroad. JioCinema outbid Disney and Sony last year to clinch the digital rights to the IPL for five years.

JioCinema is betting that its cricket fan base will also be interested in its film and TV offerings, and that it can convert them into paying customers. Deshpande said that JioCinema will leverage its data analytics and artificial intelligence capabilities to understand user preferences and behavior, and offer personalized recommendations and promotions. She said that JioCinema will also use its social media platforms like JioChat and JioPages to engage with its audience and create buzz around its content.

JioCinema is poised to become a major player in India's OTT landscape, as it leverages its parent company's resources, reach and reputation. With its aggressive content strategy, pricing plans and technology innovations, JioCinema is aiming to challenge the dominance of Netflix and Disney in India, and carve out a niche for itself as a homegrown streaming service that understands and caters to the needs of Indian viewers.